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Store brand adds option for savvy shoppers.

SAN FRANCISCO -- Mindful of the fact that consumers have become frugal in their purchasing, Health Mart expanded its line of over-the-counter health care products earlier this year with the introduction of the Health Mart brand of vitamins and nutritional supplements.

The network of independently owned pharmacies launched its private label assortment in November 2011 with diabetes care products. Since then it has rolled out store brand smoking-cessation and analgesics items.

The Health Mart private label package design features a white lab coat combined with a mortar and pestle to reinforce the concept of personalized patient care provided by a Health Mart pharmacist.

Additional health care categories will be added throughout 2012.

Health Mart has also launched the 2012 Vitamin Finder in conjunction with the Health Mart brand vitamins. The Vitamin Finder is an Internet-based, personalized wellness-driven vitamin recommendation tool that leverages the fact that 79% of consumers use the Internet to research nutrition products. This new tool is designed to provide consumers with accessibility to make smart choices on Health Mart items and to with their Health Mart pharmacist. The Vitamin Finder is available on the company's website.

"As more Americans choose to take control of their health, vitamins are becoming an increasingly important part of their daily routines," says Matt Lowe, vice president of retail marketing at McKesson Corp., which owns the Health Mart operation. "We are proud to introduce a line of premium-quality vitamins and nutritional supplements that offer Health Mart customers exceptional value.

"Vitamin consumers are savvy shoppers that read and compare labels. We are excited to offer a full line of vitamins and supplements and expect the Vitamin Finder to be a valuable tool to help Health Mart customers find the products that most closely meet their needs in terms of formula, count size and dosage form."

Jennifer Harrison, who owns a Health Mart pharmacy in Easton, Md., shares in Lowe's enthusiasm.

"There is no question that value is playing a major role in consumers' buying decisions, even when it comes to health-related products," she says. "As a Health Mart pharmacy, we are proud to be able to offer a wide range of private label products."

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Title Annotation:State of the Industry: the Chains
Publication:Chain Drug Review
Date:Apr 23, 2012
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